Type of project:
Online experience
Clarity showing the composition of the product range & brand structure
Show brand value and storytelling
High quality of purchasing
Help users to choose de right product by features & porpouse
Product experience
Lack of innovation & repeative tech solutions for 15 years.
product without specifying its use and information
solve specific problems of product features that are always repeated
Branding
Clear narrative and storytelling
Create a luxury brand trough inspire and luxury prices.
solve specific problems of product features that are always repeated.
Community, not only desire. Making feel part of something.
“Brands sell, but they don't listen. No one designs with what a cyclist feels in mind.”
“When I visit their websites, I don't know what each product does or which one I need. Everything seems the same.”
The rising of the luxury and cycling markets
The absence of luxury and good UX.
VELOQUE's strategy is based on scarcity, exclusivity, and belonging. Inspired by luxury and streetwear brands, it seeks to generate desire and loyalty through limited drops, aspirational pricing, and an exclusive community. Our research also revealed the importance of a subscription system, one of the greatest opportunities identified to foster loyalty and generate recurring revenue. This model allows users to receive seasonal kits for a monthly fee, strengthening their connection to the brand and ensuring a continuous and personalized experience. The financial model projects gross margins of 40–75% per product sold, based on actual costs analyzed. However, as this is a limited niche, the strategy broadens the focus to include experiences, accessories, and lifestyle, consolidating VELOQUE as a complete and sustainable luxury ecosystem.
User personas
storyboard and user flows
Ideation and development
Sitemap
The key point is to structure the range of limited drops/collections.
1
Home
2
Main Categories
Dividing collection in limited drops and essentials
3
Subcategories by type of product
4
Page filters by gender, bread crumbs and quick access to "All {type of product}", limited ed and essentials.
Web structure
Industrial design
The objective was to assess the viability of the niche and identify the elements that make up a luxury brand, what cyclists expect, and how they expect to purchase and interact.
Initial analysis and definition of the range
Based on the information obtained during the research phase and SEO keyword research, the product range was designed to meet the needs of different types of cyclists and specific colorimetry studied for each model. To showcase the models, renderings were generated using Illustrator and Photoshop based on the editable patterns.
Tech concept to solve problems
LAYERS TECH: Modular winter layering technology developed to adapt to changing temperature conditions based on the use of interchangeable and compactable layers.
SEAMLESS: seam reductions for improved aerodinamic and confort.
GRAVEL MODULAR STORAGE
Simulation and fabrication
All the patterns were designed by me using simulation. Once the patterns are ready, they are prepared for production using a cutting line and preparation for sublimation. Other solutions for specific areas are also design and tested. For examble in labels and printed logos where it was tested DTF, several manufacturers of labels and direct subimation printing.
Testing & production preparation
The products were tested under real-life conditions. This led to several iterations to achieve the perfect product. Each garment then underwent digital and physical validation phases with the manufacturer's experts. A Tech Pack was created with detailed specifications: sublimation and laser cutting patterns, technical specifications, materials, and renderings. This process allowed for consistency and scalability for production.
Currently the brand have 27 different models ready to production.
Testing & production preparation
The products were tested under real-life conditions. This led to several iterations to achieve the perfect product. Each garment then underwent digital and physical validation phases with the manufacturer's experts. A Tech Pack was created with detailed specifications: sublimation and laser cutting patterns, technical specifications, materials, and renderings. This process allowed for consistency and scalability for production.
Currently the brand have 27 different models ready to production.
Final production, scalability and first drops.
Currently, we are looking for a manufacturer that will allow production to be scaled while maintaining quality and unnecessary fabrics. For packaging, we are also looking for a scalable and sustainable producer that will allow for long-term production. A launch strategy for the brand, drops, and essentials items is being designed for the end of 2026.
Ux - UI in E-commerce
The UI-UX development process in e-commerce focuses on the following points:
Design systems
Development of an applicable and scalable design system for future designs. It was developed in Figma, allowing us to easily export the design to Framer and code for Lovable.
Asthetic and storytelling
A sociable aesthetic was developed for a luxury brand while maintaining the brand's branding, seeking to constantly showcase its history and values as an experience through scrolling and navigation. To achieve this, a large portion of the platform is being developed in Framer, as it allows for greater design control, even at the pixel-perfect level.
Platforms
Framer, for building the website's main structure, was combined with Shopify through the Framership plugin to build the backend and payment gateway, which also increases conversion by 7%. This allows for product scalability and dynamic CMS. To complete the process, several sections (user page, blockchain closet, etc.) will be developed in Lovable and stored in Vercel for REACT.
Limitations
Starting with the fact that no platform offers a complete solution, we decided to use it where it does best. Shopify is limited in terms of design, but the backend and inventory and order management are excellent. Framer doesn't allow for the creation of CMS logic for e-commerce on its own. Lovable allows the product to scale very quickly and reduces development costs for advanced features, but it doesn't allow for the necessary level of design control.
CRO for luxury
This e-commerce site aims to improve conversion rates by implementing several proven strategies without overwhelming the user, focusing more on brand perception. Key points include cross-selling as a suggestion for a better overall brand experience, highlighting product drops on the home page, implementing continuous CTAs, subscribing to branded products, a specific product page structure with purchase CTAs in each section, social proof, a community club, and more.
SEO
Finally, Framer isn't the best platform for SEO, but in our case, it's not that relevant because most searches are brand-related. Even so, some very specific positioning strategies could be implemented for some products to improve the user experience.
Home
The home and product pages for the CMS are shown here. You can clearly see the brand's storytelling, product segmentation, and conversion strategies. Book an appointment with me to discuss this design.
